HP Goes Back to School & We Get the Feels

Back to school can be an emotional roller coaster for everyone involved.

In the summer, every parent has a day where they can’t wait for the kids to get on the bus again. Then, when they’re about to leave the house on the first day of class, you suddenly get a pang as you realize they are growing up.

Both of my kids entered new phases this week, as one began middle school and the other started his freshman year of high school. And yes, just as I have every year since they entered kindergarten, I insisted they pose on the front porch for the ubiquitous back to school photo.

I let the high schooler walk to the bus stop on his own—I haven’t been invited on that stroll since his first day of middle school. So, there was absolutely no way I was going to let my youngest take that journey on his own, despite his protests.

Why do you want to do this? (Because I can.) Why do you care? (I love you.) You’ll be the only parent there. (I wasn’t.) Moms are weird. (Yep.)

With all that in mind, check out this new back to school commercial from HP and just try not to tear up a little at the end. As Fast Company’s Jeff Beer writes “Declare the end of sadvertising all you want, but when a brand finds a way to tap a certain emotion, at least be willing to admit when they do it well.”

The spot shows the transition of a father-daughter relationship as his little girl moves from childhood to adolescence. As a bonus, it also works in a nice little plug for HP’s new Sprocket printer.

HP won a Gold PRO Award for Best Brand Awareness Campaign this year for its Panorama Music Festival Activativation. For the details on all the 2017 PRO Award winners, click here.

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